“40% response rate is achievable! Customer experience management is changing all the time and Wootric is on the cutting edge.” – Sterling Anderson, Hootsuite

Sterling Anderson is the Customer Insights Manager at Hootsuite, the social media management tool that makes it easy to manage social platforms and campaigns in one place. Fortune 500 companies down to mom and pop shops use Hootsuite to manage their Facebook, Twitter, Google+, Pinterest, Linkedin, and other social profiles.

Like the Hootsuite itself, Sterling is passionate about the voice of the customer. “We know happy customers are loyal customers, so we want to be able to get their feedback and take action on it as fast as we can.” It is his job to collect and analyze the customer feedback that Hootsuite receives and advise the company on changes that should be made in response.

Problem: Meager survey response meant a lack of data

When Sterling took on his role, Hootsuite had been using Net Promoter Score for years. “I love Net Promoter Score, “ says Sterling. “ We don’t want to gauge ourselves on just our product offering, but we want feedback on support, on what we do in the community. We want to be able to have a full reflection of our brand, and Net Promoter Score allows us to do that.”However, at the time, Hootsuite was sending NPS surveys to customers via email. Email surveys had meager response rates. Hearing from so few customers, Sterling lacked the data he needed to do his job well. He saw an opportunity to get a better understanding of what customers were thinking and feeling by revamping the NPS program with Wootric.

Solution: With Wootric, response rates are up 5x vs. email

Sterling was able to dramatically increase the amount of feedback Hootsuite receives by using in-app Net Promoter Score survey from Wootric. Sterling also likes that the survey was non-intrusive and pops up when a user is inside the Hootsuite dashboard. It fits with the aesthetic, and it doesn’t block customers from doing what they need to do. As a result, NPS survey response rate jumped to 40%.

Monitored for years, NPS has now tripled

Today the Customer Insights team at Hootsuite is in the Wootric dashboard every single day. They look for different trends in the feedback to identify issues. Being able to get data and analyze it efficiently has made a huge difference for the product — and that has driven a huge increase in customer loyalty as measured by Net Promoter Score.

Tagging and segmentation make analysis easy

One feature that has made Wootric a win for Hootsuite is the ability to segment feedback based on the customers who provide it. Sterling shares: “B2B and B2C customers have different needs, and we want to be able to make sure that we categorize the feedback correctly so that we’re making the best decisions for each of our customers.”

Auto-tagging of qualitative feedback comments also makes it easy for Sterling’s team to surface themes and issues, and route that feedback to other departments like customer success, marketing or support.

Sterling adds, “It’s so much easier when you can have all of the feedback come into one place. You can look at the snapshot view. You can filter. You can triage. Honestly, it’s so much better than going through spreadsheets manually and doing all of that. I’ve done that, and I never want to do it again.”

NPS data influences product roadmap

With rich feedback and advanced analytics, it is a lot easier to identify and prioritize features that customers want. Sterling now meets regularly with the Product team at Hootsuite to develop new experiences and features based on NPS feedback.

He advises, “Listen to your customers. That customer feedback is gold. You need to be able to base decisions off of what your customers are saying and put that back in the product. It builds trust. It creates a relationship with your users that’s just going to last a lifetime. ”

Wootric as an innovation partner

In closing, Sterling shares, “Using Wootric has helped me free up my time. It’s allowed me to be more strategic and grow my team so we can put the customer first. Customer experience management is changing every day. Wootric is staying ahead of innovation, and that helps Hootsuite move forward.”

CUSTOMER

Sterling Anderson, Customer Insights Manager

GOAL

Understand what customers need to do their job. Take action in response to feedback to boost loyalty.